2019 ANA Brand Activation Marketing Conference

The 2019 ANA Brand Activation Marketing ConferenceEngage. Inspire. Impact. – highlights companies in a variety of industries and with varied budgets who strategically drive their business results via integrated Brand Activation disciplines.  CMO’s and other marketing leaders will present their coordinated brand activation strategies that provide maximum impact – not only to the brand and its growth, but to the customers and their needs.  This event brings together marketers, retailers and agencies— for two-and-a-half days of inspiring and insightful sessions and networking.

Hear what attendees from last year’s conference had to say:

  • The conference included a wide range of topics from interesting brands, some established, some I had never heard of. It also really expanded my knowledge of the definition of brand activation. Super informative and entertaining!
  • The presentations were exceptional - content, quality, production value. The speakers were really great. The topics were so relevant and they really crossed all industries
  • I thought the presenters and presentations were awesome, it was fascinating to see what other brands are doing and I think most marketers would benefit from the conference

The ANA Brand Activation Marketing Conference will also showcase the 36th annual REGGIE Award Gala, where the fun and networking will continue and where all will be inspired by the insightful case studies in all areas of Brand Activation – including Content, Shopper/Commerce, Experiential, Relationship, Influencer and Promotion Marketing campaigns.

The hashtag for this event is #ANAActivate.

Conference Co-Chairs:

  • Rob Rivenburgh, CEO, North America, The Mars Agency
  • Tina Manikas, President, FCB/Red
  • David Lee, Head of Licensing and Partnerships, MillerCoors


Start: Wednesday, May 15, 2019 at 2:00pm

End: Friday, May 17, 2019 at 12:00pm


The Ritz-Carlton, Grande Lakes
4012 Central Florida Pkwy
Orlando, FL 32837

The ANA has negotiated a special room rate of $294/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Tuesday, April 23, 2019, after which prevailing rates apply.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Conference Registration (Includes ticket to the REGGIE Awards Dinner) $1,099 $1,099 $1,199 $1,399 $1,645 $1,645
Single REGGIE Awards Dinner Only (One single ticket for the REGGIE Awards Gala Cocktail Reception and Dinner ONLY) $400 $400 $400 $400 $500 $500
One Table - REGGIE Awards Gala (Table seats 10 people. Guest names will be required prior to event.) $3,500 $3,500 $3,500 $3,500 $4,500 $4,500
Registrant Events
Training Session $100 $100 $100 $100 $100 $100

ANA Client-Side Marketer and Platinum Tier members may take advantage of special corporate pricing of $2,799 & Marketing Solutions Provider Gold Tier members may take advantage of special corporate pricing of $2,999 to purchase a corporate package for up to three members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click the orange "Buy Corporate Packages" button below to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is a Marketing Solutions Provider member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to this page.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.


Wednesday, May 15, 2019
8:00am Registration Opens

9:00am Training Session (*Optional-registration required)


For the first time at the ANA Brand Activation Marketing Conference, we are offering the popular half day workshop “Brand Activations That Drive Results” – How to Create Brand Experiences That Will Excite Your Customers.

Workshop Description:

To build profitable, long term brand loyalty, brands are increasingly looking for ways to more effectively engage with consumers beyond traditional channels. As a result, marketers are under ever more pressure to deliver “buzz”, sharable consumer experiences and sales through brand activations. This is no easy task given today’s distracted customer. To succeed you need an integrated plan, agile process, and tools to get closer to your consumers and to stand out in a crowded marketplace.

During this half day workshop, you will learn about some of the most essential and effective methods of bringing your brand to life and delighting your consumers. These include Promotions, Experiences, Events, Sponsorships and Influencer Marketing. You’ll learn the core principles of each discipline and best practices for implementing an activation plan in your business.

This workshop is interactive, with ample exercises that will allow you to build skills and practice new approaches for your brand. You will work with others on case studies and group exercises and each module is packed with insightful examples.

Who is this workshop for?

This workshop is great for marketers at all levels who want to go beyond traditional marketing and who are looking for practical instruction on best practice brand activation.

Workshop Benefits:

As a result of this workshop, you and/or your team will be better able to:

Increase marketing effectiveness by:

  • Understanding how to meaningfully engage your consumers and increase brand loyalty
  • Learning techniques on how to stand out from the crowd and create brand experiences for your consumers

Increase marketing efficiency by:

  • Understanding best practices in the brand activation space
  • Learning tips for how to better optimize investments in promotions, partnerships, sponsorships, events etc.

Improve marketing ROI by:

  • Increasing the range of marketing options to build the brand
  • Achieve long terms brand loyalty through sustained engagement

This workshop is normally only offered to ANA Members and at this conference space is limited. There is a $100 fee to register.

Simon Bradley
Senior Marketing Leader and Founder Simon Bradley Marketing
2:00pm Conference Kickoff Sessions


For over a 100 years brands have been developing big ideas in hopes of getting attention.  In today’s Social Media world where earned media has quickly become pay to play, we’ll look at WestJet’s journey over the past six years to stay ahead of the curve with their branded content pieces such as the WestJet Christmas Miracle, April Fools, Vegas Desert Lights, Father’s Day and many more. Corey Evans, Sr. Manager, Content at WestJet, will take a look back at some PR stunts over the past 100 years as an introduction to WestJet’s history and where they are today. He’ll share some fun stories around the ups and downs of real people’s real stories, even that time an alligator got loose where their party was going to take place!     

Corey Evans
Senior Manager, Content WestJet
6:00pm Reception

7:00pm REGGIE Awards Dinner

Thursday, May 16, 2019
7:00am Registration Opens

7:30am Breakfast

8:30am Opening Remarks

General Sessions

Keeping Barbie Relevant & Growing – It’s Not Child’s Play

Lisa McKnight is the 2016 recipient of AdWeek’s Brand Genius Award and serves as Senior Vice President and Global General Manager for Mattel’s Barbie brand, a role she has held since 2016. In this role, McKnight leads a global team that’s focused on brand strategy, product development and marketing execution for the iconic Barbie brand. McKnight will share how they have been instrumental in evolving the brand to make it more relevant and compelling to girls and parents around the world, leading to consistently improved retail sales and deeper consumer engagement.

Lisa McKnight
Senior Vice President and Global General Manager, Barbie Mattel, Inc.


Building brand equity through the power of experiential and purpose-driven marketing is a formula that has worked for Citi. With the ever-evolving landscape and immense challenge to capture consumer attention and engagement, how are brands changing strategies to break through and connect? Recognized by Billboard in its Power 100, Citi’s Global Consumer CMO Jennifer Breithaupt will share the power of purpose-driven and experiential marketing and how they’ve helped drive growth at Citi.

Jennifer Breithaupt
Global Consumer Chief Marketing Officer Citi


Marketers often are wary of partnerships. They have dozens of moving parts and take great effort to put together. And for some, the perception of partnerships is that they dilute or distract from a brand’s core message. But when the fit is authentic and a partnership successfully activates by intersecting with pop culture, it’s marketing magic. Carnival Cruise Line VP Partnerships Scott Becher has spent a career reinventing his partnership game. Hear Scott share his take on best practices for selecting and working with all types of partnerships – entertainment, sports, venues, retailers and more - and the recipe for partnership success.

Scott Becher
Vice President, Head of Partnerships Carnival Cruise Line
12:20pm Lunch


Why did L.L.Bean open the first-ever outdoor co-working space last summer? The Be an Outsider at Work movement is proof of the brand’s promise to do everything it takes to help consumers experience the shared joy of the outdoors each day. Bringing its consumers’ desk jobs outside was a bold move after research revealed that 95% of people’s time is spent inside and nearly 50% of it is at the office. L.L.Bean’s Brand Engagement team combines social content, public relations, experiential and pop up retail to deliver disruptive and engaging brand activations that align with the brand’s promise. Hear from Kathryn Pratt, Director of Brand Engagement at L.L.Bean, and Ben Grossman, SVP Group Strategy Director at Jack Morton, about why brands need extraordinary ideas to power their brand proof and to deliver extraordinary results. 

Kathryn Pratt
Director, Brand Engagement L.L. Bean
Ben Grossman
Senior Vice President and Group Strategy Director Jack Morton Worldwide (IPG)


Older brands often carry with them a lot of “that’s how we’ve always done it” baggage. In his marketing leadership roles at Unilever and MillerCoors, Ryan Reis has worked to reinvigorate several established brands including the Miller and Coors beer brands and the Suave personal care brand via creative brand activation strategies.  In this session he will share a game-plan and real-world examples for finding your brand’s most powerful unique and ownable territory, reframing your powerful message for a new audience, building a plan to make everything communicate, and engaging consumers to help spread your story even while you are sleeping. Come away with key takeaways that can be applied to your business’ growth engine.

Ryan Reis
Vice President, Coors Family of Brands MillerCoors


We all remember the iconic ad “This is your brain. This is your brain on drugs. Any questions?” Now imagine you have to market these same drugs in a positive way to many of the same consumers. Welcome to one of the many challenges facing the exploding cannabis industry. In addition to operating in a federally illegal category, cannabis marketers are working with little to no consumer data, fighting an intense negative stigma, combatting local and regulatory challenges, and have few options for media on a national scale. When traditional marketing efforts fail, how do companies get creative within this burgeoning industry to successfully activate at the national, regional and local levels? Lisa Hurwitz, Chief Marketing Officer of Grassroots Cannabis, will discuss how her company has found success through grassroots marketing efforts.

Lisa Hurwitz
Chief Marketing and Innovation Officer Grassroots Cannabis
5:00pm General Sessions End

6:00pm Reception

7:00pm Dinner on own

Friday, May 17, 2019
7:00am Registration Opens

7:30am Breakfast

8:30am General Sessions


Avocados From Mexico reinvents Produce Marketing by challenging the industry status-quo to drive positive disruption in innovative and unexpected ways. Alvaro Luque, Avocados From Mexico President &B CEO will speak about how Avocados From Mexico has completely changed the produce industry marketing playbook, and will present a 360 perspective of how they have expands the boundaries of produce marketing across all areas of marketing, changing forever the industry’s Playbook.

Alvaro Luque
President and Chief Executive Officer Avocados From Mexico
12:00pm Conference Adjourns

Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted.

• A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
• A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
• No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
• No refund will be granted for 'no shows.'
• Corporate packages are not eligible for cancellation or refunds.
• Unused registrations/applications have no monetary value and cannot be credited to future years or events.
• ANA will not issue refunds or credits due to failure to redeem a discount promo code during the registration process.
• A $125 processing fee will be assessed to change the name on a registration.
• Hotel room cancellations and changes must be made directly with the hotel.

1. The conference agenda is subject to change.
2. A portion of your guest room rate will be used to offset conference costs.
3. ANA accepts no responsibility for the loss of, or damage to, personal property.
4. Registrations received after two weeks prior to the conference may not be included in the attendee list.